Pure-play, or sector funds, are beginning to show up along with the usual investment options of 401(k) plans: large-, small- and mid-cap, growth and value investments, according to industry executives.

Due to plan participants' increasing appetite for more investment options and their increasing curiosity about the incredible bull run of some sectors - particularly technology - otherwise conservative 401(k) plan sponsors are breaking down and beginning to allow their plans to include these volatile investment options, according to fund executives.

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